Research In Motion has taken its ‘Action starts here’ initiative outdoor in a big bang way. The campaign is a product of over six months of strategic and creative development between BBDO and RIM. Starcom has executed the outdoor campaign across 40 cities.
The red symbol is an integral part of the ‘action’ campaign that is present across all outdoor touch-points, along with support from below the line activations.
Apart from using traditional out of home media formats such as unipoles, billboards, buses, traffic boom barriers, bus shelters, pole kiosks and gantries, media formats at railway stations and airports have been used effectively in this campaign.
Commenting on the initiative, Krishnadeep Baruah, Director Marketing – India, Research In Motion said, “The concept stemmed from the understanding that BlackBerry is an enabler of action. The campaign showcases the strengths of BlackBerry as a brand that supports individuals to get things done. The new red ‘splat’ that resides in every BlackBerry smartphone will now be the symbol of action.”
“This resonates strongly with the brand, as the use of the red icon or the ‘splat’ is a symbol of action which is unique to BlackBerry. It is the symbol of a new message incoming as an icon of action. The ‘splat’ is used as a rallying symbol for those who seek action and find opportunities in any situation,” added Baruah.
An extensive outdoor media mapping was set in place, on the basis of which live media at cafes, college canteens, salons, restaurants, gyms, modern trade outlets and cinemas is targeted. Apart from BlackBerry stores, branding across select malls, office blocks, corporate parks and departmental stores is in place.
‘Action starts here’ is a regional brand campaign that was launched in August 2012 in India and Thailand. The campaign will also include some of the South East Asian countries soon.